Digital media has no shortage of pitfalls—misinformation, divisive politics, and controversial content are just a scroll away. Blocking everything risky may shield a brand, but it also limits reach and relevance. The smarter defense lies not only in keeping out of unsafe spaces, but in choosing the right ones. That’s where context steps in.
While technology has made it easier to reach audiences at scale, it has also exposed advertisers to content that can damage reputation or dilute brand values. This is where the concepts of brand safety and suitability come into play. Beyond simply avoiding harmful or inappropriate content, true protection lies in understanding context—because the environment in which an ad appears can be just as important as the message itself.
Context is not just a safeguard; it is the first line of defence for building trust, credibility, and long-term brand resilience.
To get a better understanding at how both advertisers and vendors can tackle this issue, MARKETECH APAC recently spoke with industry experts Laura Quigley, senior vice president for APAC at Integral Ad Science; Adele Wieser, regional managing director for APAC at Index Exchange; and Nick Frizzell, vice president of marketplace quality at Magnite; to discuss how different brand suitability is nowadays, and how brands can practice this while also ensuring greater and relevant brand reach online.
Why brand suitability has become a major concern
Laura noted that for years, the industry has treated brand safety as the minimum standard—making sure ads don’t end up alongside content that could clearly harm reputation. However, that digital landscape has grown more complex, and steering clear of only the most blatant risks no longer guarantees protection.
“This shift has been driven by changing consumer expectations. More than 70% of consumers say they’d feel less favourable toward a brand whose ads appear near inappropriate content. With advertising now spanning news sites, social feeds, streaming platforms, and more, a one-size-fits-all approach no longer works,” she explained.
She also added that suitability allows advertisers to adapt to different environments and maintain both scale and relevance without compromising reputation.
Speaking of brand suitability, Adele noted that brand suitability is a strategic evolution of brand safety and that the rise of programmatic across the open internet introduced more variability in inventory quality.
“Suitability is especially critical in high-value moments like live events or breaking news, where overly broad controls can unintentionally exclude premium inventory. We’re continuing to support standards that help all brands—big and small—confidently access these environments. Suitability isn’t just about protection. It’s a smarter, more intentional way to buy,” she explained.
Going beyond blocklists and navigating complex media lnadscape
For Adele, by adopting more nuanced, customised strategies that reflect each brand’s priorities and audience expectations, advertisers can achieve stronger outcomes.
“Right now, brand suitability tends to be treated as binary, either on or off, which can overlook key audience opportunities. Smarter, tailored approaches that consider a brand’s unique needs and audience can deliver much better results,” she said.
Adele also noted that when navigating media environments where fake news and misinformation are prevalent, they work on becoming gatekeepers of quality content, meaning that content aligning with brand safety ideas.
“We have completely removed made-for-advertising (MFA) sites from our exchange, which isn’t just about compliance. For us, it reflects our values and our vision for a highly efficient and transparent programmatic advertising ecosystem,” Adele explained.
Meanwhile, Laura noted that keyword blocklists can be blunt instruments–and that a single term can unintentionally block high-quality content, whereas context-aware systems take a more nuanced approach by evaluating the full meaning, sentiment, and tone of content.
“For example, “shot” might refer to a basketball highlight but still be excluded if it appears on a violence-related blocklist. This can mean missing opportunities during major cultural moments such as the Oscars or the Super Bowl, where audience engagement is high,” Laura explained.
Speaking of context-aware systems, she said, “This enables advertisers to distinguish between genuinely unsafe material and suitable coverage, across text, audio, video, and images, without unnecessarily cutting off entire categories.”
In terms of misinformation, Nick stated, “When it comes to misinformation, we rely on trusted third-party solutions to help prevent the monetisation of misinformation and disinformation. Buyers also have the option to work with Curators to transact in brand-aligned, controlled environments.”
Balance reach with brand reputation
According to Laura, marketers can protect brand reputation while still reaching wide audiences by applying tools like pre-bid filters, exclusion lists, and contextual targeting. When these safeguards are tailored to specific campaign goals, brands can strike the right balance between reach and risk.
For example, tighter restrictions may be appropriate for campaigns focused on long-term brand equity, whereas a more flexible setup can help maximise scale in performance-driven efforts.
“Ongoing campaign monitoring and regular adjustment of safety settings are essential to quickly respond to emerging risks or reputation concerns. Ultimately, transparent communication with internal stakeholders and media partners ensures alignment on brand objectives and risk levels, allowing brands to maximise audience exposure while safeguarding their reputation in dynamic and sometimes unpredictable digital environments,” she explained.
Meanwhile, Adele noted that collaborating with partners is key to navigating the opportunities that come with breaking news environments. With the help of advanced targeting, brands can connect with highly attentive audiences in these moments—opening the door to more impactful campaign results.
“It’s also crucial to recognise that not all supply should be treated equally. By building trusted partnerships with sell-side platforms and key publishers, brands can gain greater control to test and refine their brand safety and suitability measures. This collaborative approach helps balance reach with reputational risk more effectively,” Adele commented.
How brands can be proactive in ad monitoring
Adele also added that brands can’t afford a ‘set it and forget it’ mindset. With media habits shifting quickly, marketers need to stay agile—constantly monitoring, experimenting, and refining their approach.
“This approach complements existing DSP capabilities, making programmatic buying smarter and more efficient. Ultimately, while technology advances, human insight remains vital to balance the trade-offs between risk and reward in brand safety and suitability now and in the future,” she said.
Meanwhile, Laura said that advertisers that remain most resilient are those who pair continuous monitoring with strong partnerships with verification providers. This combination allows them to adjust swiftly when needed, without losing reach or diminishing campaign performance.
“Proactively, brands should start with a clear suitability framework – defining what is acceptable, what is not, and where there’s flexibility. This should be paired with independent verification to monitor placements across all channels, including programmatic, direct buys, and social. Leveraging pre-bid tools ensures unsuitable impressions are avoided before the ad is served, protecting both budget and brand equity. As generative AI accelerates the creation of both quality and low-quality content, this framework becomes even more critical,” she explained.
Laura added, “Reactively, it’s about having rapid response protocols. If an unsuitable placement is detected, brands should be able to adjust settings, update blocklists, or refine contextual controls immediately. Agility is essential in fast-moving news cycles or trending UGC environments.”
On the other hand, Nick concluded, “Ultimately, we encourage brands to stay proactive, leverage the right tools, and align with partners that help them balance risk with performance.”
***
As the media landscape grows more complex, one principle remains clear: context is the foundation of effective advertising. Safety provides the guardrails, suitability ensures alignment with brand values, and technology offers the tools to execute both at scale. But true resilience comes from treating this as an ongoing process—testing, refining, and working closely with trusted partners to adapt as environments evolve. By doing so, brands can protect their reputation, unlock stronger engagement, and drive meaningful outcomes in an ever-shifting digital world.
![[Statement] AirAsia Ph June 4 2026](https://marketech-apac.com/wp-content/uploads/2026/06/Statement-AirAsia-Ph-June-4-2026.jpg)